Axe (grooming product) From Wikipedia, the free encyclopedia Jump to: navigation, search This article relies on references to primary sources or sources affiliated with the subject, rather than references from independent authors and third-party publications. Please add more appropriate citations from reliable sources. (October 2010) Lynx Type Men's grooming products Owner Unilever Country France Introduced 1983 Related brands Dove Markets World http://www.theaxeeffect.com/ Website http://www.lynxeffect.com/ Axe (or Lynx in the UK, Ireland, New Zealand, Australia & China) is a brand of male grooming products, owned by the British/Dutch company Unilever and marketed towards young males. The scents range from popular scents to the least common scent called lemon-lime. Contents [hide] y y y y y y y 1 History 2 Products o 2.1 List of Axe & Lynx deodorants o 2.2 Axe Limited Edition chronology o 2.3 Axe Shower Gels 3 Marketing o 3.1 PR controversies 4 Axe Shampoos 5 Axe Hair Stylers 6 References 7 External links [edit] History This section needs additional citations for verification. Please help improve this article by adding reliable references. Unsourced material may be challenged and removed. (May 2009) Lynx Africa deodorant body spray and shower gel Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse. Unilever were keen to capitalize on Axe's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx.[1] The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the brand has launched with great success in the United States and Canada. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Axe brand such as South Africa's Ego brand.[citation needed] [edit] Products Line of Axe products Although Axe's lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant aerosol spray (called Axe Dry), and antiperspirant stick (also called Axe Dry). From its launch, the yearly fragrance variant has played a key part in the success of the brand by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Marine, and Oriental.[citation needed] From 1990 until 1996, geographic names for fragrances were used, such as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.[citation needed]. See an interview of Ann Gottlieb, in which she speaks about Axe fragrance development : http://www.osmoz.com/News-Trends/Interviews/Perfumery-Professions-AnnGottlieb In 2009, the brand launched an 8-centimeter container called the Axe Bullet.[2] The brand has also extended into other areas such as shower gels, aftershaves, and colognes, skin care, shampoo, and hairstyling products. Failed extensions include Barbershop[3] and razors. Most scent names usually have a shower gel to companion them and sometimes an antiperspirant/deodorant stick.[citation needed] [6] or Brave. Musk. Axe also ships a shower scrub tool called the Axe Detailer. One of the first three variants that Axe launched. 22oz bottles were introduced recently. Please help improve this article by adding reliable references.Can of Axe Twist The 2009 frame has a mint scent.[citation needed] The Axe Shampoos come in two different sizes. [edit] List of Axe & Lynx deodorants This section needs additional citations for verification.7 fl oz that has a different top. Notes Year of Discontinuation Amber.[5] or 1983 Moschus.[5] or Magic Amber or Epice. [edit] Axe Limited Edition chronology Axe also launches limited edition variants from time to time that may be on sale for a few months or over a year. or 1983 Sandal. Variant name is a description of fragrance.[citation needed] Year Variant Name Description Variant name is a description of fragrance. Unsourced material may be challenged and removed. Present first in France. Available in Germany.[4] or Ambre. (May 2009) Axe's list of yearly body-spray variants is as follows. Discontinued One of the first three variants that Axe launched. the regular and most seen 12 fl oz size and the travel or sample size of 1. or Wild Musk. Limited edition or short-lived variants are listed in a following table. . Unknown first in France. Austria. Variant named after the island in Indonesia. [15] 1996 Inca or Aztec [16] A warm spicy fragrance named after Discontinued the Inca civilization. Spice fragrance. Belgium.[5] or description of 1983 Blue Chypre or fragrance. first in France. and Germany This was the first "new" variant that Axe launched and started a strategy of a yearly new variants. Possibly late 90s 1990 Tempest [10] 1991 Mirage [11] 1992 Nevada [12] Possibly late 90s Possibly late 90s Possibly 2002 1993 Java [13] 1994 Alaska [14] Variant named after the state in the United States. Amber. France. In this year. One of the first three variants that Axe launched. Africa is the most popular variant in the UK and still is for 14 years.[citation needed] . Discontinued As of 2008. Argentina. Discontinued Possibly 2002 Discontinued . France. Known as Tempest in South America. still available in the Netherlands. Discontinued Discontinued Discontinued Possibly late 90s Oriental[8] or 1987 Orient or Dark Oriental Variant name is a description of fragrance. and CENTCOM AAFES stores that stock from Europe. 2002 Africa or African Variant named after 1995 Amber or Native the continent.still available Possibly 2002 in Germany The most popular variant of Axe. Possibly late 90s 1989 Marine[9] Variant name is a description of fragrance. these three variants were used to launch the brand in the UK. Fraiche.[1] Musk is still available in Argentina. Musk Variant name is a (Moschus in description of 1985 Germany). . Spain. Variant named after the state in the United States. marketed as Kilo in North America and Native in Present Brazil. Brazil.Spice[7] or Agrest Variant name is a or Boise. Brazil. Essence or Fusion n/a Used the "Make Luv" dance track which reached number 2008 1 in UK.S. Still available in some countries. Not available as a shower gel. Spain in 2000. Kilo. Limited edition version released to cover the "Phoenix Legends" Dance Event in Ibiza. U. Phoenix.S. 2003 A US variant Used TV advertising that showed two sides to a man's relationship with women. which was the effect of this axe scent. Limited edition version released in the UK to cover the "Voodoo Eclipse" Dance Event marking the solar eclipse in 1999. Still available in some countries.Atlantis or Energy [17] 1998 Apollo[18] 1997 1998 Eclypse Still available in some countries Discontinued Variant released only Discontinued in South America. 2004 2004 2004 1999 Voodoo[19] Present 1999 Hypnotic[20] 2008 2000 Phoenix[21] Present Adrenalin or 2000 Accelerate or Orion 2001 Gravity[22] 2002 Dimension[23] Present Present Present Apollo. Present also called Fusion in some countries. This is the line up that Axe launched with in U. The commercial asked if you believe in hypnosis. . Also called Enygmata in some countries. The advertising featured a man falling to Earth. Tsunami Axe launched in 2002 or Maniac.[1] Voodoo A European variant suggests that it gives geeks added confidence so they 2003 Pulse can pull off crazy dance moves to impress girls and be irresistible. Unite to this world. At the end of the advertising there are thousands of men Present holding Axe Conviction and singing in a choir by a statue of a man also holding Axe Conviction. Because if you have conviction. No woman who can turn her face. Uses a Morgan Freeman look-a-like in the advertising that mimics the style of a 2010 crime film. Because women like men safe. and deodorant stick. Join the world of conquest. Used TV advertising that showed many men who are successful with women. body wash. Released In India as shaving 2008 cream. The Lynx version uses Ben Affleck in the advertising instead of Nick Lachey.[26] 2004 Denim 2004 Touch A red blood color. deodorant and aftershave. no woman can say no. 2007 Vice Advertising implies that it will turn "nice girls naughty" thanks to the forbidden fruits in the fragrance. The TV advert features Present. Axe gave away free clickers to promote the scent. 2008 women getting more and (UK) more turned on[24] Mimics the Chinese kung fu film Crouching Tiger.[25] This variant is portrayed as making men so attractive to women they will need a clicker to keep score of the number of women who check them out. 2006 Click or Clix Also called score in some countries. Still available in some countries. 2005 Unlimited A light blue color. Uses Nick Lachey in the advertising Present who is out-scored by a hotel worker who wears Clix.2003 Conviction Join the world of conviction. The Latin phrase virgo in flagrante delicto is printed in mirrored text on the spray. Hidden 2007 Dragon. . advertising implies that because women like 2008 Dark Temptation chocolate. Clearly states it's a very limited edition. Comes in a blue and black 2008 can. 2008 Year Millennium or 2000 Zero 2001 White Label 2004(?) Relapse 2005 Ready . Spice fragrance.[27] The advertising campaign features a caveman who sprays the fragrance on himself and becomes Present irresistible to women. Advertising features a man who turns into chocolate when he sprays himself with Present Axe."[28] Not available as a shower Present gel yet. He then goes on to be eaten by a series of women. they will find men who smell of chocolate irresistible The scent includes cardamom. Also the Present. The bottle is dark and Initially released in the Dark violet with tribal Temptation gift set. white and red can with guitar motif. this limited 2002 edition variant was available in the UK for a short period of time. The tag line is "No one can resist a man in leather.(Music in style fragrances. Present 2009 Instinct Wild Spice or Africa Duo Twist (TWI T) 2010 or Shift[citation 2009 needed] Music Star[citation Has a 'rock and roll' 2010 needed]. Has a Citrus scent. Spelled with a backwards S. and atlas cedar to produce a spicy scent of leather. Long lasting effect makes you always ready for "action". Description Limited edition for the start of the new millennium Notes Year of Discontinuation 2006 Released in conjunction with the Eurphoria White Label Music event.A chocolate-smelling fragrance. blue colored can. came out with the willing scent. but now Present. amber. tattoo as a lone product. logo is changed for this fragrance only. United States) 2011 Provocation or Excite[citation needed] Limited Edition Name Black. One of the three scents released by Axe under limited edition status. Same scent as "Ready.2005 Willing 2006 Air Same scent as "Air. green colored can. came out with the ready scent. Available as a shower gel too. One is called 1.Citrus scent Hangover 2008 Shock Ice mint scent Fever or Hot 2009 Fever A fragrance infused with Brazilian hot mud and red dragon fruit extract. Light fresh fragrance. Still available in some stores." Clearly states it's a very limited edition. Released in U. Released in U. Both should be sprayed together to make a new smell. 2008 2006 Below 0 or Get Cold and fresh Fresh or Blue Ice fragrance. Advertising shows a girl kissing a boy and the mouth of the girl get freezed. One of the three scents released by Axe under limited edition status." Long lasting effect makes you always willing for "adventure". in 2009.S. A pack of two cans of Axe. that came in an all silver can. 2006 Silver Fusion (?) Exclusive to Germany. Based on a shower gel and comes Present in shower gel and body spray form. . Still available in some Present stores. the other is called 2. A 2007 different fragrance to the American "Fusion" variant. A German variant. Also Present available as a shower gel. in 2009. Released in U. Present Comes in shower gel and body spray form. One of the three scents released by Axe under limited edition status.S. 2007 3 2009 Recovery or 2008 Recover or Anti. in 2009.S. Based on a shower gel and comes Present in shower gel and body spray form. Not available as a shower gel. Comes in body spray only. not normal. Still available in Jet some stores and released for the first time in the UK in April 2011. deodorant stick. called Fall/Autumn and sweet lime "Cool Summer" in Australia 2009 fragrance. In the advertising is shown fake flying company with very sexy stewardesses. and the other for the night. Proximity sublabel: Amber. Present Available in Shampoo only. 2008 (UK: Present) 2009 Heat Warm Citrus Scent. Advertising says that one is Present suitable for everyday. Lighter. 2009 Bergamot. and roll-on. not available as deodorant bodyspray. Is Present only available in DRY. the other is not. 2010?. Based on a shower gel. Sweet and fresh fragrance.[citation needed] 2010 2009? Lab 2009 Summer Eau de Toilette The first original eau de toilette released in USA. light Limited Edition. The scent seems to rival the Fever body wash and body spray line of products. Is a light variant. more sophisticated fragrances targeted at less juvenile men. Boost or Ignite Warm Guava Scent. and Vetiver Three scents under the Proximity name. Advertising features a man that stays focused when he sprays himself with Axe. Only available DRY Sharp Focus as anti-perspirant body spray. This Limited Edition Shampoo + Conditioner came out with Freeze antiWinter 2009 itch shampoo. . An deodorant to use Day and Night for the day. Fresh mint scent.2008 2008 2008 2008 An anti-perspirant. Sold at a higher price than regular Axe range. 2010 Alpha[citation needed] 2010 Cool Metal[citation needed] 2011. Launched in India during ICC Cricket World Cup 2011. skin. Also available as a shower gel Body Spray Dry Antiperspirant and shower gel are sold exclusive to Tesco in the UK and Ireland as Musicstar.with a bolt on the middle Limited Edition Australian variant Limited Edition UK variant 2010 2010 Play 2010[citation needed] Many colors and PLAY2010 Present. Also available as a Shower Gel Available in Argentina and Chile initially but now released widely. ex_friends[citation needed] 2010 Legend[citation needed] Present. Present. Full 2010 Control[citation needed] Dry Cricket Special Edition Central American Limited Edition Dry Australian Limited Edition deodorant 2011 Googly[citation needed] Present. 2011 2012[citation needed] 2011 Absolute[citation needed] 2011 Ciao[citation needed] [edit] Axe Shower Gels . Present. Available now in Central America. Available in Argentina and Chile This limited edition bottle is green. Exclusively available in Boots stores in the United Kingdom. Only available in Coles Supermaket in Australia and features and Italian theme. Bottled in an all yellow bottle and used the famous Axe beach advertisement. An anti-perspirant available in South America. Present Present. on the bottle. Also available as a shower gel Present Present Present Anti-Perspirant Only available as an antidesigned for sensitive perspirant and roll-on. Present.Music Star Available in South 2009 Guitar and Music America Star Drums Rise or Rise Up[citation needed] DRY+ 2010 Sensitive[citation 2010 needed] With Lime Extract Is a repackaging of the Mirage fragrance from the 90's. A limited edition deodorant released in Mexico. Present. Purifying. An orange shower gel Sunrise designed to waken you up in the morning.S. Hydrating. Present Present (UK:2007) 2007 Present (UK:2007) A red coloured shower gel. 2010 Sensitive is a newer version. in 2009. Released in U. Warm Guava Boost or Ignite Scent Thai Massage Shock Icy Mint Scent A mix of cactus Snake Peel or Skin oil and desert Resurrection minerals. The advert has got the Present slogan "Muchas Maracas". with revitalizing being the newest. Maracas and the shower gel were given away during T4 to promote.Year Name Description Notes Year of Discontinuation Speed: Present Contact: 2006 2002 2004 2004 2004 2004 2005 2006 2006 2007 2008 Shower gel that Shower Shake:Speed contained both a and Contact shower gel and a moisturiser Recover or AntiHangover or After Citrus Scent Hours Skin Contact:Sensitive. 2009 Hot Fever or Fever A fragrance infused with Brazilian hot mud and red dragon fruit extract . (UK:2010) Present (UK: 2011) Present Present (UK:2009) It was promoted largely at T4 on the beach on the 19th July 9 which had the guy from the advert dance on stage with his dancers. Also available as body spray. Smooths Skin Smoothing and Revitalizing Guarana scent with light musk Groove or Night and power Attack beads. Also known as Transform. also Present available as body spray. A blue coloured Re-Load shower gel. [citation needed] the company created two ads.Removes dandruff 2008 from hair. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. Removes product Intense or Deep build-up and scrubs 2008 Clean[35] your hair. Present [edit] Marketing From 2003. The trend resulted in multiple injuries.[31][32] Videos on social networking sites depicted teens lighting themselves on fire. In 2004. Dandruff[35] Primed or Just Just shampoo. Unlimited.[34] [edit] Axe Shampoos Year Name Description Shampoo that depoofs your hair.[33] In response to the possible safety concerns. Vice[26] was marketed on a theme of making "nice" women become "naughty". Armor or Anti.[26] and in 2007. Axe advertisements portrayed various ways the products supposedly helped men attract women."[30] On January 12. 2008 a 12 year old boy in Derbyshire. the advertising for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. Part of the Axe hair crisis relief products. Year of Discontinuation Present Present Present Present Present Constrict or 2008 Clean & Control[35] Dual or 2 in 2008 [35] 1 Shampoo and conditioner. one against the use of Axe as an inhalant. 2008 Clean[35] . and the other warning of its flammability. Part of the Axe hair crisis relief products. Notes Part of the Axe hair crisis relief products. [edit] PR controversies Adverse publicity has been generated by the product's advertisements for encouraging sexual promiscuity and sexism.[29] The Campaign for a Commercial-Free Childhood claimed that Bartle Bogle Hegarty's work on Axe "epitomizes the sexist and degrading marketing that can undermine girls' healthy development.Rise or Rise Up[citation With Lime 2010 needed] Extract Also available as deodorant. The medical coroner ruled that he had suffered from cardiac arrhythmia and died from heart failure as a result of spraying large amounts of Lynx in a confined space. England died in a hospital five days after collapsing at his home.[25] Clix. This was followed by Touch. Look[35] Whatever or Messy Look[35] Gives you a messy look. focus on the day (or night) ahead. This shampoo has been 2 in 1 shampoo + marketed under Limited Edition conditioner. Just conditioner. For a light hold and natural looking hair. Part of the Axe hair crisis relief products. Gets you calm and centered so you can Part of a new set. Look[35] Provides extra shine and control so that you can get sophisticated hair. Part of the Axe hair crisis relief products. polished looking hair.2008 Lure or Just Soft[35] Freeze or Itch Relief[36] 2009 2009 Heat[citation needed] 2010 Zen[37] 2010 Downpour[38] Part of the Axe hair crisis relief products. Year of Discontinuation Present Charged or Spiked2008 Up Look[35] 2008 Laid Back or Shaggy Gives you an easy looking hair. This shampoo seems to follow the Shock line of gets rid of flakes. Present 2008 Present 2008 Refined or Clean-Cut Gives you a clean cut. Part of the Axe hair crisis relief products. Part of the Axe hair crisis relief products. you're ready for whatever lies ahead. Part of the Axe hair crisis relief Soothes the itch and products. Part of the Axe hair crisis relief products. Warm status! This shampoo supposedly citrus scent. Present Present Winter 2009/ReReleased Present Present [edit] Axe Hair Stylers Year Name Description Spikes up your hair. follows the Fever line of products. Part of the Axe hair crisis relief products. Notes Part of the Axe hair crisis relief products. Gives you a refreshing clean so Part of a new set. Present Sleek or Smooth & 2009 Sophisticated Look[39] 2010 Natural & Understated Look Present Present . products. html. Basenotes.net/ID26121022. 2007-07-02. ^ "Axe Phoenix / Lynx Phoenix by Axe / Lynx (2000)".html.net/ID26125749.2010 Part of the Axe Crew Cut & Buzzed A buzzed look that's soft and hair crisis relief Look protected with SPF15. abc 3. http://www.basenotes. http://www. 18.basenotes. 2.net/ID26130537. http://mundodasmarcas. http://www. Basenotes. "Children Of The Web".html. http://www.businessweek.html.uk. Retrieved 2009-05-09.html. Retrieved 2010-01-27. Basenotes. ^ "Axe Apollo / Lynx Apollo by Axe / Lynx". Basenotes. 10. Present [edit] References 1.basenotes. 2008-12-11. http://www. http://www. packagingnews.net/ID26121030. 13.net.jpg. p.net/ID26121031. http://www.co.basenotes. Retrieved 2010-01-27. 7.net/ID26130538.net/ID26121026. Retrieved 2010-01-27.basenotes.co. Basenotes.html.net. http://www. Retrieved 2009-05-09.net.basenotes.net.html.uk/books?id=S3mBjtBR3wC&pg=PA111&lpg=PA111&dq=lynx+barbershop&source=web&ots=w9T8Bet5Iw&sig=R9OJrmIm1vaw2 qPvYUZIHSncgxE&hl=en&sa=X&oi=book_result&resnum=1&ct=result. http://www. Basenotes. ^ "Axe Inca / Lynx Inca by Axe / Lynx". Kogan Page. 8.net.net.html. Retrieved 2010-01-27.basenotes. Basenotes. 19. Retrieved 2009-05-09. ISBN 0749439270.basenotes.htm. ^ "Axe Musk / Lynx Musk by Axe / Lynx (1983)". ^ "Axe Nevada / Lynx Nevada by Axe / Lynx (1992)". ^ "Axe Alaska / Lynx Alaska by Axe / Lynx (1994)". Retrieved 2009-05-09. ^ "Axe Amber / Lynx Amber by Axe / Lynx (1983)".com/2006_05_01_mundodasmarcas_archive. Retrieved 2009-05-09. Retrieved 2010-01-27.net. 15. ^ "Axe Tempest by Axe / Lynx (1990)". Retrieved 2010-01-27. ^ http://www.basenotes. ^ "Axe Java / Lynx Java by Axe / Lynx". 20.html.net. 2009-06-13. http://www.google. 111.html.net. 5.net. abc "Axe Deodorants Divers 1987" (JPG). http://www.net. Retrieved 2009-05-09. Retrieved 2009-05-09. 4. 9. Retrieved 2009-04-02. Basenotes.basenotes. ^ "Lynx unveils pocket-sized aerosol | Packs and Closures". Basenotes. ^ "GATEWAY". Basenotes.html. Retrieved 2010-01-27.basenotes.net.net. Basenotes. 21. 2007-12-08.basenotes. http://www. Basenotes. Retrieved 2009-05-09.basenotes.net/ID26121023.net.net/ID26121032.com.html.html. 6. 12. 17. ^ http://i240. Retrieved 2009-05-09.com/magazine/content/07_27/b4041401.com/albums/ff174/ines_zaikova/COLLECTION%20%20under%20construction/GL OSSY%20PAGES%20A/AXE/AxeDodorantsDivers1987enesp.net/ID26130539.net/ID26125747.net/ID26121028.photobucket. ^ "Axe Voodoo / Lynx Voodoo by Axe / Lynx (1999)".net.net/ID26121029. http://www. 2009-06-13.html. Matt (2003).net/ID26121027. Businessweek. http://www. http://www. 14. Basenotes. ^ "Axe Marine / Lynx Marine by Axe / Lynx (1989)".net. ^ "Axe Mirage / Lynx Mirage by Axe / Lynx".blogspot.basenotes.html. ^ "Axe Africa / Lynx Africa by Axe / Lynx (1995)". 16. Basenotes. Retrieved 2010-01-27. ^ Haig.html.html.basenotes.net/ID26125748. Brand Failures. ^ "Lynx Orient / Axe Orient by Axe / Lynx (1987)". http://www. http://www.uk/packsclosures/news/869028/Lynx-unveils-pocket-sized-aerosol/. Basenotes. products. .basenotes. ^ "Axe Spice / Lynx Spice by Axe / Lynx (1983)". http://books. ^ "Axe Atlantis / Lynx Atlantis by Axe / Lynx". 11.packagingnews.co. Retrieved 2009-05-09. Basenotes.net/ID26121021. co. ^ "Boy.asp.guardian. http://www.asp.dailymail. 28. Retrieved 2009-05-09. "The Menaissance | World news | ''The Observer''".sky.html. ^ .co. Unilever. Retrieved 2009-05-09. 24.uk/ourbrands/advertising/lynx/lynxclick. http://www. Basenotes. ^ Axe Touch[dead link] 25.basenotes.co.co.uk/news/article-1087772/Boy-12-collapsed-died-using-Lynxdeodorant.unilever. Died After Spraying Deodorant: Lynx Aerosol Triggered Heart Condition In Daniel Hurley | UK News | Sky News".co. http://www. Retrieved 2009-05-09. News. ^ a b c "Lynx. Retrieved 2009-05-09.net. Retrieved 2009-05-09. http://www. "Boy.uk.uk.co. Sundaymirror. ^ Andy Dolan. 27. ^ [1] 29.uk/news/sunday/2007/09/30/chocolate-deodorant-to-lure-girls-9848719870706/. http://news. Retrieved 2010-01-27.com/skynews/Home/UK-News/Boy-12-Died-AfterSpraying-Deodorant-Lynx-Aerosol-Triggered-Heart-Condition-In-Daniel-Hurley/Article/200811315156332.com.html.uk/world/2006/jul/09/paulharris. Basenotes. Dailymail. ^ "Axe Gravity / Lynx Gravity by Axe / Lynx (2001)". Retrieved 2009-05-09. ^ Harris.theobserver.sundaymirror. Retrieved 2009-05-09.co. Paul (2006-07-09). http://www.net. 33. 32. ^ Post to: (2007-09-30). London: Guardian. ^ "Lynx Dimension by Axe / Lynx (2002)". 23. Unilever.net/ID26121900. ^ [2][dead 31.net/ID26121025. collapsed and died after 'using too much Lynx deodorant' | Mail Online". http://www.uk.22.sky.uk. 26. 12. 2006-10-16. link] 30. 12.basenotes.uk/ourcompany/newsandmedia/pressreleases/2004/lynxunlimited.co. http://www. ^ a b "New Lynx fragrance set to deliver 'Unlimited' sales".co. "Chocolate deodorant to lure girls".unilever.html.Click". Deodorant & After shaving lotion Axe DarkTemptation . iconic. which has been launched in 1999. Each fragrance of Axe is a scent of desire. iconic. In India.Axe AXE is a cool. It was launched in India in 1999 and has already become the largest selling Male Deodorant in India. Available in over 60 countries. is the largest selling Male Deodorant. youth brand available in more than 60 countries around the world. youth brand available in more than 60 countries. viz. Shaving Gel. Apart from the deos. Foam. Axe also provides a grooming range for the young Indian male.irst From our range Axe Instinct .Gets you more than before! Key facts y y Number 1 male deodorant brand in India. Ann Gottlieb. After-Shave lotion. The formulation is a base with higher efficacy to help men in attracting the fairer sex better than ever! And need we say anything about feminine attraction? You need to be a true Axe man to handle it all! The Axe Effect . Axe. AXE is a cool.Deodorant & After shaving lotion . and Cologne Talc. created by the international diva of fragrances. Deodorant Axe Touch .Deodorant & After shaving lotion Axe Denim ± Deodorant & After shaving lotion Axe Click .Deodorant Axe Dimension ± Deodorant Limited Edition Axe Summer ± Deodorant Limited Edition .Axe Pulse . Axe at that time was the leading men's deo brand in Europe and was popular in India in the Grey market ( available in duty paid shops) . AXE is an exception. Axe deo was launched in India during 1999.e High Price Low Promotion. At that time. It has an iconic status in whichever market it has entered. the targeting was exemplary and Positioning : something to drool for. Axe was born in France in the Year 1983. For those who propound Glocalisation . It got its segments correct. And more over Luck was on its side.HLL may have launched this brand inspired by the volume of Axe sold in the Grey market. this brand is Unilever's Best selling brand worldwide. The brand launch was very quiet and theoretically the brand was having the strategy of Slow Skimming i. The campaigns that you see in India is what the entire world is watching. the deo market was a nascent one with an estimated . One can only marvel and enjoy. An Icon for sure Axe is a success story that is so difficult to emulate. It is also one of the rare brands which can boast of replicating its entire marketing mix across geographical boundaries.Marketing practices Axe : The Axe Effect Brand : Axe Company : HUL Agency: Lowe Lintas Brand Count : 252 I was delaying writing about this brand for the reason that I doubted whether I will be able to do justice to my favorite brand. Axe has got every thing perfect for its success. 24 years later. or even in Innerwears. HLL had the brands Denim and Rexona and was ruling the market. there are no Hunks. The brand managers were so wise that when they used a celebrity like Ben Affleck. Had Axe used a Hunk. Axe initially was launched in the fragrance Java. The brand has its brand values of Cool. the brand sticks to its core values.. HLL did not bother to fine tune its Promotional mix to Indian market but just imported the promotions .. At that time . And IT CLICKED. say is History.. The brand is targeted at male aged 16-25 . I think it has lot of subliminal implications. The biggest strength of this brand is the underlying message or the DNA which is that the brand users are High on Confidence and always for the Axe users.. I personally feel that it targets all 'Young at heart" naughty guys. They ensured that the brand is made approachable . meaning. Axe in 2002 was having a market share of over 35% and soon HLL phased out Denim brand to concentrate on this Star. the promotions couldn't have been so effective. The brand assumes that Men wants( Likes) to be Seduced .. Axe is the naughtiest brand in the Indian market. Alaska and Atlantic.. but in most of the Axe ads. That feeling ( of being seduced) gives a big boost of self confidence to a man. Girls Makes The First Move. Axe just made it perfect.. the company just ran the ads which was popular in the Europe and other markets.. Fashionable and Stylish. I have seen lot of ads where girls are seen drooling over Hunks in Motorcycle or in Readymades.market size of Rs 72 crore. Internationally this brand targets male aged 15-25. Axe was priced at a premium above the Denim brand which was positioned as a male deo brand. I think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. Although many brands take this proposition. only very ordinary or even skinny kind of people getting assaulted by beautiful girls. And world over. That makes the brand more approachable. the product rest as they was also imported from Europe. All its campaigns revolve round this central theme of Seduction where Girl makes the first move. the brand also uses outdoors to its maximum impact. Axe is one of the rare brands that has embraced new media to the maximum extent. The power of this Big Idea has ensured that Indian consumers lap up the foreign commercials without any hitch. Iconic in a real sense. the brand also ensured that customers are constantly engaged with new fragrances and campaigns. Now Axe has a common message in over 70 countries where Unil ever sells this brand. Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy then Axe Voodoo and the latest one Phenomenon. but I try it because I like the brand.Checkout the cool web initiatives of this AxeAxe Axe and also a blog called Evan and brand : feather Effect Phenomenon Gareth Not only the brand uses TVC's to its advantage. Along with these . In 2005. Axe is a classic example of 360 degree branding effort. The creatives run amok with the kind of flexibility that they get from the positioning. Globally also this brand has lot of online initiatives which are almost always naughty. The males seen in Axe commercials are not Losers: the ads are careful to show them as confident ( in one way or other) or a better term will be self assured. I have tried most of the fragrances and not all of them are good. the print ads of Axe won several accolades in various ad events.In UK the Axe is marketed as LYNX. The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world. I don't remember any India centric ad for Axe especially in Television. That is ultimate execution. That is the power of brand. And Indian consumers are not complaining either.Besides Print. .See the TVC here : My Favorite Axe ad Having said that. and Wildstone advertisements are in their immediate crosshairs. 2011 admin in Share 3 Ads for Hindustan Unilever¶s male deodorant brand Axe may get taken off Indian Television in the near future. It is really surprising that so far. Axe tests new levels of " Adventures" . That also shows that the ad agency is also careful about the concepts put across the Indian media. In India especially there are self styled Cultural Policemen/Women who cries foul for anything and everything. .That is true because its risky because the brand deals with Girls & Seduction. And they seem to be quite serious about it. and Axe. The Information and Broadcast Ministry is considering taking action against what they consider are µobscene¶ or overtly sexual deodorant commercials. While in a more liberal markets. Axe has escaped their AXE. Not always every one may like the theme or the campaigns. The Axe Effect on Deodorant Ads in India Published on June 1. I know I just have touched the tip of Marketing Iceberg called Axe. It also ensures the campaigns run in Indian media is accepted because most often its the entire family who watches the TV. Zatak. here the brand plays really safe.One of the reports term the marketing strategy of Axe as " Adventurous Marketing" . . the very basic animal instinct ± of the male species¶ attraction towards the opposite sex to position and sell the brand. Some say that messages can be considered as ³obscene´ much faster in India than in other markets and cultures. And needless to say. as it portrayed a woman swept away by pleasant fantasies while washing her husband¶s underwear at the local washing spot. and a number of new players are trying to copy Axe¶s positioning by jumping on the ³get the girls´ bandwagon. It is the ad in which a normal guy turns into chocolate after using the Axe chocolate flavour deodorants. India is an important emerging market for male deodorants. Another emotional space? A re-framing of the same message in culturally more acceptable ways? Injecting more humour and slapstick into it? Can¶t wait to see what will happen.Axe has always used the basic insight ± in fact. Various obscene advertisements have been banned before here. She drops her mangalsutra (sacred black thread /necklace denoting marriage). be it the ³chocolate boy´ (see below) or whatever. It used the slogan ³Crafted for Fantasies. Axe continues its approach of showing (attractive) females being attracted to the guy wearing Axe. much to the embarrassment of other women nearby. because the market is growing rapidly and none of the established and emerging players will want to miss this opportunity. in cultural and ethical value terms in India. They have never been shy of stating their ³get laid´ message in most explicit insinuation in their advertising campaigns. I wonder how Axe (and competitive brands) may modify its message ± or the framing thereof ± to a more subtle approach while keeping its core positioning of (sexually) attracting females. The Amul Macho Advertisement for ³yeah toh bada toing hai´ (³this is a toing thing´ ± µtoing¶ does not have a meaning but has been portrayed sexily in this advertisement) was banned for the same reason. Copying an insight / idea to sell has always been rampant in the market. all over him to ³devour´ him! The Zatak ad shows a sister-in-law getting attracted to her younger brother-in-law. but this also needs to be seen is the Indian context. But this is now crossing limits of what is considered acceptable in India.´ and was taken off the air. and a number of MNCs operating in India claim that their communication for India is often mellowed down. And quite successfully. girls are immediately attracted to him. Playing with concepts ± and associated values ± like mangalsutra and Durga puja is definitely objectable. anti-perspirants. they are currently distributed in more than 40 countries. INTERNAL PRESENCE Axe brand products are consistently targeted to 18-25 year old males. owned by Anglo-Dutch company Unilever who manufacture a range of products in the health & beauty. Axe. It was inspired by another of Unilever's brands Impulse. HISTORY OF THE BRAND Axe/Lynx was launched in France in 1983 by Unilever. a multi-national corporation. In most of the world the brand is named Axe. beverages. or found in all retail outlets stocking the line. while the strategically timed introduction of new fragrances has increased overall market share. roll-ons. As illustrated in Figure 2. Within underarm care the following are available: Deodorant aerosol bodyspray Deodorant stick Deodorant roll-on Antiperspirant aerosol spray (Axe Dry) Antiperspirant stick (Axe Dry) The brand has also extended into other areas such as: Shower Gels Aftershaves and Eau de Toilette Skin Care Shampoo Hair Styling 4 5. The brand also includes deodorant sticks. cleaning agents and personal care products. formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods. New Zealand. The company has also consolidated its deodorant portfolio by migrating other over-lapping male deodorants into the Axe brand such as South Africa's Ego brand. SUSTAINING GROWTH Axe has increased sales worldwide by successfully expanding distribution into one country after another. Unilever were unable to use the 1 2. Unilever must now address new market opportunities. Figure 2: Axe·s Global Presence Not all Axe brand items/fragrances are marketed in all countries. The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. or Lynx is a brand of male grooming products. In the new millennium the brand has launched with great success in the USA and Canada. later introducing the other products in the range. SWOT ANALYSIS 5 . Ireland. Impulse was a fragranced deodorant body spray for women that promised wearers male attention. AXE PRODUCT EXTENSION Although Axe's lead product is the fragranced deodorant bodyspray. household cleaning. 2 3. other forms of the brand exist. name Axe in the UK and Ireland due to trademark problems so it was launched as Lynx. Axe's lead product is a deodorant body spray. food and ice cream categories. aftershaves and shower gels.ethnic multi-cultural markets located throughout the world--where it can realize incremental sales. Unilever were keen to capitalize on Axe's French success and rolled it out in the rest of Europe from 1985 onwards. and the United Kingdom it is named Lynx due to conflicts regarding the trademark. As the market matures.Document Transcript 1. 3 4.Plan Marketing AXE . in Australia. Increase the deodorant·s brand equity . From the humble beginnings of the Ego brand in 1974. 6 7. Only by truly understanding the essence of Unilever's mission statement. Wide extension around the showing a rude attitude. Only then can the vision statement of adding vitality to life in order to meet the needs for nutrition. consumers and societies of the world in which we live. requires the highest standards of corporate behaviour towards employees. risk of being a brand for targeting female customers enhancing the men sex-appeal maintain better standards of copy by the competitors quality undermining the aspiration of unified advertising campaign consumers throughout the world spray emits damages to the continuous innovation environment Success as an entity. Key to sustaining growth will be the ability to identify and isolate tightly focused promotional efforts playing on the ´boy meets girlµ meme customers and competitors have come to associate with the high profile of Axe. world weakning the reputation of the Successful and effective brand advertisement campaigns concrete target public (young Strong emotional touch man) subliminal publicity. transform Axe into an icon in the ´Game of Seductionµ . Axe has become the world's definitive grooming brand ² ranging from deodorants. The next year will prove crucial in maintaining incremental global market share in over 40 countries.culture age group is oligopolistic and its growth steadily increasing Attract ethnic potential customers in countries where traditional marketing efforts may conflict with the collective conscious native to that particular country Serve to additional age groups not necessarily conforming to 18-25 year old males Satisfy each target costumer to the maximum obtainable level of satisfaction STRATEGY . body sprays. even today. hygiene. 7 8. look good and get more out of life be realized. ´AXE effectµ doesn·t exist unrenovated and old design of packaging advertise only spray products. It is the mission that rings true. AXE production line is much more chauvinistic publicity OPPORTUNITIES THREATS create new product lines. and personal care with brands that help people feel good.6. The element pertaining to success would be exploring new avenues of creativity to target social sub-cultures and ethnic groups more effectively in areas where these opportunities exist. can corporate excellence be obtained. OBJECTIVES STRENGTHS WEAKNESSES Market leadership men featured are comparatively Fame for creative messages slim Affordable price objectification of provocation. The primary target market for the product line should remain focused on 18-24 year old males. to formation of Axe and penultimate rebranding of Lynx for distribution in Australia. Ireland and the United Kingdom. and shower gels ² available in a wide assortment of seductive fragrances.Increase sales volume Creatively target sub-culture through specifically appealing to their niche interests in countries where market share for the targeted sub. This involves moving from the traditional exotic male role model to an environment close to the consumer·s reality. Line extensions represent existing brand names extended tonew forms. The youngs want to be seductive without being seen to try too much. TARGET . The communication format was unable to go up the current values of the youth target. which allowed it to be positioned as a ´seduction tool. This particular strategy can be incorporated into achieving the marketing objectives of penetrating new segments Therefore. and even body sprays and shower gels under new brand names. Axe also offered fragance. Line extension strategy may also be highly effective in targeting niche sub-culture markets by extending the Axe/Lynx brand to appeal to their unique interests such as the aforementioned Axe/Lynx Binary sub-label. CREATIVE STRATEGY The strategy had to build on the brand heritage. MARKETING SITUATION When launched. considering seduction as a serious business. the brand seemed to have aged with its initial consumer and didn·t follow youth fashion trends. Passive seduction was still a real and motivating consumer insight. it made a break with conventional publicity. Humour was used. while rejuvenating Axe·s image to make comtemporary. However. The creative idea was to show the seduction effects of Axe on women. creating its own category.Essentially. which situated it at the leading edge of fashion. Axe has established itself as the leading male toiletries brand in Europe. sizes and flavours of an existing product category The use of multibrand strategy allows for new brands to be introduced in the same Axe/Lynx product categories of deodorants. adjusting current marketing initiatives through altering product strategy to appeal to younger age groups. easing the transition from adolescence to manhoodµ. Over and above the classical deodorant promise of odour prevention. The setting and protagonists used should be relevant and aspirational to the target audience. Line extension brand strategy would include addressing the marketing objectives of targeting younger males by promoting current brands to the new potential market by adjusting the product strategy to appeal to current affairs that interest this section of the target market ² still. since all brands talk about seduction. However. and new brands ² owned by Unilever ² named Shinx or Dune serve to satisfy 9 10. The execution had to be new and different. the formation of the proposed brand is an merger of line extensions and multibrands dependent on the area of target market: 8 9. Axe created a new product category: deodorant body spray for men. Axe had to impose its own point of view in a clever and motivating way. all outlined marketing objectives and increase the market share. Central to the brand·s success was its innovate character. accompanied by new product strategies (Kotler). f who is wearing it. Having women show an inerest gives them the confidence to go on. a combination of line extensions under the Axe/Lynx brand name to include new fragrances like Axe/Lynx. however. preserving brand names. Research indicates that the ´Axe manµ was seen as dated ´James Bond in a safari suitµ. 10 11. released in 2002. Right Guard Body Spray was discontinued after several months 14 15. music. All its campaigns revolve round this central theme of Seduction where Girl makes the first move. psychographic and 11 12. Gillette then spent the next few years trying to find how to successfully market a body spray for teen boys.Targeted consumer is of a lower socio-economic status given the income distribution of the age group and education levels . And world over. I think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. TAG Body Spray. because they are not as confident as they seem. ´Girls Makes The First Moveµ. behavioural features evident in the sample size: . football and having a laugh.The target market is also male. 12 13. The biggest strength of this brand is the underlying message or the DNA. Although many brands take this proposition. Young men in this age group are impatient for their first experience of women. Fashionable and Stylish. That feeling (of being seduced) gives a big boost of self confidence to a man. which is that the brand users are High on Confidence and always for the Axe users. Their main topics of interest are sex. Given the oligopolistic nature of the deodorant market competitors cannot gain significant market share by dropping prices much lower than Axe/Lynx. Age: 15-25 Gender: Male Mentality: Mainstream. unaffected by race or ethnicity ² although different marketing initiatives may appeal to different ethnic groups . COMPETITORS The only potential competition faced by Axe/Lynx in terms of direct competition are other deodorant brands being produced ² directed towards the same target market. wants to be seduced. TAG is a re-incarnation of Right Guard Body Spray. particular evaluation needs to be given to the demographic. These include. Axe just made it perfect.economic market share.The status of the proposed candidate is that of a bachelor or most likely involved in shorter term relationships The dominant portion of the target consumers exhibit heterosexual orientation. The brand has its brand values of Cool. Perception: Peer influenced Socio-economic Class: Low Geography: Anywhere males and females are present Sexuality: Heterosexual Internationally this brand targets male aged 15-25. The brand assumes that Men 13 14. TAG was released in the beginning of 2005. As a result of their research.CUSTOMER PROFILE In order to understand the proposed target market effectively. I think it has lot of subliminal implications. They dream about being able to seduce women without too much effort. given the success of previous campaigns portraying the protagonist of this sexual orientation The following profile can therefore be established. due to very low sales. They still love the unique Axe fantasy of ´the woman making the first moveµ. Old Spice (Old Spice 2008) and various other generic brands targeting the lower and younger socio. the brand shoots to its core values.The targeted age range should consist of 15-25 years of age . Features inspired by their research included their advertising campaign which "warns" the viewer that women will be attracted to . Old Spice as of 2009 has three lines of grooming products and each line features a variety of products and scents. Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signature fragrance. maturity and decline. Additionally. the charcoal-grey aluminum cans with silhouettes of women. complimenting packaging and . However. Every Axe/Lynx product is accustomed to the first four stages of the PLC. Old Spice introduced an all-new fragrance. OS Signature. growth. and shaving products. 1985 ² Amber. a reiteration process is commenced with the introduction of a new product under the brand name. THE LIFE CYCLE OF AXE DEODORANT SPRAY The product life cycle (PLC) is the course of a product's sales and profits during its lifetime ² segregated into product development. Spice (Axe/ Lynx Spice 2008). The maturity and decline phases are judged based on customer perception of brand equity in over 40 countries worldwide. available in its original scent as well as newer Pure Sport. It was decided that Gillette's reputation from its other products would detract from the sale of TAG. hair & body wash. 15 16. Voodoo introduced into the United States 2003 ² Pulse (Axe/Lynx Pulse 2008). as soon as the decline stage is reached and a declination of profits observed.him in a way that will cause them to attack him. and fragrances named after dating milestones. which won the magazine FHM 's 2006 Grooming Award for Best Sporty Fragrance. Orion. Kilo. and Sharp Focus (Axe/Lynx Sharp Focus 2008) 17 18. Gillette decided not to include any sign that Gillette manufactured the product on the product itself or in the advertising. deodorant. The product life cycle of the past to the recent present. introduction. Spice. The Axe/Lynx brand name is designed around a logo that utilises custom designed typography to give it a distinctive and recognisable look ² its black exterior. Phoenix. Musk introduced into the United Kingdom 1987 ² Orient (Axe/Lynx Orient 2008) 1989 ² Marine (Axe/Lynx Marine 2008) 1995 ² Africa (Axe/Lynx Africa 2008) 1998 ² Apollo (Axe/Lynx Apollo 2008) 1999 ² Voodoo (Axe/Lynx Voodoo 2008) 2000 ² Phoenix (Axe/Lynx Phoenix 2008) 2001 ² Gravity (Axe/Lynx Gravity 2008) 2002 ² Apollo. Old Spice's buoy-shaped bottle cologne has been its staple product. Tsunami. tied in with perceptual brand equity factors. body wash. Ergonomics have been perfected on the product level to a point where aerosol leakage has become virtually impossible. Essence (Axe/Lynx Essence 2008) 2004 ² Touch (Axe/Lynx Touch 2008) 2005 ² Unlimited (Axe/Lynx Unlimited 2008) 2006 ² Click (Axe/Lynx Click 2008) 2007 ² Vice (Axe/Lynx Vice 2008) 2008 ² Dark Temptation (Axe/Lynx Dark Temptation 2008). MARKETING MIX PRODUCT Axe/Lynx body spray can features a distinctive black metallic exterior and an associative logo 18 19. "High Endurance" is promoted as a basic grooming line. representative of its label. and includes antiperspirant. In 2006. Musk (Axe/Lynx Musk 2008) 16 17. and subsequent line extensions are as follows: 1983 ² Amber (Axe/Lynx Amber 2008). the print ads of Axe won several awards in various ad events. 25 26. Axe is a classic example of 360 degrees branding effort. PRICE The product solves an immediate problem. Not only the brand uses TVC's to its advantage. Augmentation of the product line allows customers to interact with its various promotional campaigns through a plethora of web sites scattered with images of attractive females ² all in favour of complying with the needs of its target market. That feeling gives a big boost of self confidence to a man. PROMOTION Mass communication can be utilised through the use of free-to-air television. 22 23. as well as other methods like cinema and outdoor advertising. £2. 20 21. All its campaigns revolve round the central theme of Seduction where Girl makes the first move. Although many brands take this proposition. 21 22.69 Developing the pricing strategy requires an intimate look at the product strategy. Besides Print. In most of the Axe ads only very ordinary skinny kind of people getting assaulted by beautiful girls. block lettering exemplified thereon setting it apart from the generic competitor. The brand managers were so wise that when they used a celebrity like Ben Affleck. Axe just made it perfect. the brand also uses outdoors to its maximum impact. 23 24. If the product is deemed an innovation ² on the grounds of addressing a previously untargeted market like a sub-culture or youth segment ² the most profitable strategy for the Axe/Lynx brand would be a market-penetration tactic. Essentially.striking short. the promotions couldn't have been so effective. That makes the brand more approachable. There are also telephone hotlines available to assist customers with information about competitions and the more intricate product details. 24 25. It has. radio. The brand has started its Internet based marketing initiative with Axe Land. PLACE The process of efficiently and effectively making and getting products and services to end-users requires a marketing logistics network. newspapers and magazines. absolutely. the physical distribution of the proposed products should propagate through a series of intermediaries as a fast moving consumer good typically purchased by consumers . It ensured that the brand is made approachable. Globally also this brand has lot of online initiatives which are almost always naughty. This is its fundamental feature. Cologne is too expensive for most Gen Y men and body spray does the job at a price they can afford. If Axe had used a Hunk. 19 20. subliminal implications. which involved a virtual trip to the Axe world. Now Axe has a common message in over 70 countries. Market-penetration aims to set a comparatively low price for a new product in order to attract a large number of buyers and enhance a current market share. In UK the Axe is marketed as LYNX. The brand assumes that Men wants to be seduced . Axe sells the concept of never dealing with rejection ever again. Senior Director of Axe PR. as well as providing special promotional information about products and potentially. Stores-beauty section Supermarkets SOME CRITICISMS ABOUT AXE PRODUCT AND MARKETING So if a cologne/deodorant fusion smells like digested. In fact.increase sales. right? That·s not what·s going on with Axe. Young Gen Y men are elbowing each other to grab it off the shelves« So what·s the real AXE effect? 1. He does so in such a blatantly obvious way that it·s funny. This is its fundamental feature. Places where we can find the product to purchase it: Websites: www.com 26 27. Distribution begins with the Unilever sales forecasting intermediary by determining company production schedules. This is the fundamental benefit. when wearing Axe and confidence. perfect gorgeous women approach you .com www.unilever.the normal guy. Everywhere the product ables to purchase is developed a in-store communication through educating retailer staff to be aware of competitions and promotion campaigns for Axe/Lynx products. giving their marketing team a sense of humor and making them more human. the product solves an immediate problem.amazon. Axe kills a fundamental Gen Y marketing rule . The message is perfect.providing great products . Have you heard of the Naughty to Nice Program? Pay attention to the video where David Rubin. Cologne is too expensive for most men and body spray does the job at a price they can afford. every time. As I told before. only exists to promote Axe Body Spray.weekly. inventory levels and production. Focus on one feature and tie it directly to one benefit.instead they sell the benefits of never be rejected by women again and that·s exactly why it works! . 27 28.com www. theoretically it wouldn·t sell for lint and loose paper clips. This focus will keep your brand message consistent and you·ll get the girl. All great things! All in all.drugstore.healthpricer. double shit.com www. 2. A problem that terrifies most men.